Pengaruh Orientasi Pasar Dan Kreativitas Produk Terhadap Kinerja Pemasaran Dengan Inovasi Sebagai Variabel Intervening (Studi Kasus Pada Usaha Batik di Kota Solo)

Nida, Husnun and , Dr. Muzakar Isa, SE, MSi (2022) Pengaruh Orientasi Pasar Dan Kreativitas Produk Terhadap Kinerja Pemasaran Dengan Inovasi Sebagai Variabel Intervening (Studi Kasus Pada Usaha Batik di Kota Solo). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of market orientation and product creativity on marketing performance moderated by innovation on batik craftsmen in Laweyan batik village, Surakarta. The population and sample in this study were batik craftsmen in Laweyan batik village Surakarta, and the number of respondents as samples in this study were 90 respondents Data collection method using questionnaires. Data analysis techniques using SEM (Structural Equation Modeling) based on components or variance, namely Partial Least Square (PLS). Based on the research results, market orientation variables have a positive and significant effect on innovation. Product creativity variables have a significant effect on innovation. Market orientation variable has a positive and significant effect on marketing performance Product creativity variable has a significant effect on marketing performance Innovation variable has a positive and significant impact on marketing performance The mediation results show that innovation can mediate positively and significantly between market orientation and marketing performance while the mediation results show that innovation can mediate positively and significantly between product creativity and marketing performance

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Post-Creativity, Orientation Product, Innovation Work Product, Marketing Performance
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	HUSNUN NIDA'
Date Deposited:	09 Aug 2022 02:43
Last Modified:	09 Aug 2022 02:43
URI:	http://eprints.ums.ac.id/id/eprint/102832

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